Astounding New Book Reveals How To Increase Your Sales and Make Greater Profits By Knowing the Hidden Forces That Shape Our Decisions
Today’s article is about “The Hidden Forces That Shape Our Decisions”. The information I am about to share with you was collected from the New York Times Bestseller, “Predictably Irrational” by Dan Ariely. In his book, Ariely proves scientifically that people don’t behave in a rational way when it comes to their buying decisions, but rather in a highly predictable, irrational manner. Moreover, if you know what influences a prospects buying decision, it can have a significant impact on your internet marketing business.
Key Point: All of your customers base their buying decisions on a scientific principle called “Relativity.” As Ariely points out in his book; “We don’t have an internal value meter that tells us how much things are worth. Rather, we focus on the relative advantage of one thing over another, and estimate the value accordingly.”
In other words, we base our decisions to purchase by comparing the product to our other choices. He illustrates this point by showing how a restaurant can increase their sales of sizzler steak. He points out that given three choices, most people will choose the middle choice. So let’s say that you want to sell an 8oz sizzler over 8oz of ground sirloin, you wouldn’t give a customer just two choices: an 8oz ground sirloin for $5.99 and 8oz sizzler for $9.99. Given just two choices, a lot of people would select the 8oz ground sirloin because it appears to be a better value relative to the two choices.
He points out that you should put in a “decoy”, a third choice that will make the 8oz sizzler more attractive. Knowledgeable restaurant owners do this all the time. They add a 6oz filet mignon to the menu for $22 as the “decoy”. They know two things:
1. They are’t going to sell much filet mignon but they will sell more 8oz sizzlers because now the sizzler looks more attractive relative to the other steaks on the menu. After all, you are getting a deal, an 8oz steak for $9.99 compared to a 6oz steak for $22.
2. They also know that given three choices, most people will select the middle choice.
Ariely points out: “we not only tend to compare things with one another, but also tend to focus on comparing things that are easily comparable – and avoid comparing things that cannot be compared easily.”
How do you apply this principle to your internet marketing efforts?
First, you should never offer just one choice. You should always offer three choices when you design your offer. For example, you might offer a downloadable ebook for $27, an ebook plus audio for $97, and finally an ebook plus audio and video for $197.
Second, you should always show the value of your free bonuses as part of your offer. In other words, show that your bonuses alone are worth over $3,000 but that you get them included for free as part of your $197 offer.
Let’s illustrate this point by the offer we put together for Raw Food Chef Beth Wilke. Beth makes incredible raw food recipes that are not the usual free recipes that you can find throughout the Internet. She takes painstaking hours to blend just the right ingredients to bring out the subtle flavors of her raw dishes. She was marketing an incredible recipe book and a recipe club membership that just wasn’t selling the way she wanted. She is using three wonderful recipes as her name capture system.
We restructured her offer and once a raw foodist signed up for the three free recipes, they are presented with the following options on the “free recipe download page”.
If you were interested in raw diet recipes, which offer would you choose?
Note: There are times where the offer you want someone to choose shouldn’t be the middle choice. In this case, it was better to show it as the last choice.
If you are interested in getting three delicious raw food recipes, you can do so by going to www.sensationalrawrecipes.com . You can learn more about the raw food diet and sensational raw food chef, Beth Wilke at www.sensationalrawfooddiet.com .
Authors Bio
For the past 11 years, Randy’s principle business enterprise has been in the top 5 listings on Google for his industry. His list of clients includes the Department of Defense, Department of State, Municipalities, Fortune 500 Companies, College and Universities, and several hundred small businesses.
Today, Randy is using his acquired knowledge to help businesses learn how to grow through the savvy use of internet marketing techniques. His central focus is to take complex online marketing strategies and tactics and break them down into easy to follow step-by-step processes.
Randy has written and published articles on internet marketing strategies to show businesses how to make money online. You can access these resources and learn how you can make more money online at www.InternetMonetizationUniversity.com .
